The Fall of Advertising and the Rise of PR
The Fall of Advertising and the Rise of PR by Al Ries and Laura Ries
Attempting to convince your target audience of your brand’s claims through paid space or time lacks a key ingredient vital to success — credibility.
As customers we’re cynical, suspicious, and cautious. We see the majority of advertising as biased, self-serving, and company-oriented rather than consumer-oriented. So we turn to independent, authoritative, third-party sources for recommendations and advice — friends, relatives, neighbors, and the media. When we’ve made up our minds, advertising serves as a reminder.
That’s the main conclusion and key piece of advice in The Fall of Advertising and the Rise of PR, a book just published by US-based marketing guru Al Ries and his daughter, Laura Ries.
The book highlights how companies like Dell, Starbucks, and Krispy Kreme used PR to create their brand.
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